Milan 2016: British designer Sebastian Wrong's new lighting brand has launched with a collection that includes a task light by Pierre Charpin and a range of lamps with interchangeable patterned shades (+ slideshow).
Wrong set up the Wrong London brand in collaboration with Hay, and debuted its first collection at the Danish brand's Milan design week exhibition yesterday.
"It is a great time to do lighting because of technology," Wrong told Dezeen. "I think there is a lot of room for exploration, research and development in lighting, in the industry, whereas in other industries, it is a little crowded."
Pierre Charpin's PC task light is on of four new products in the Wrong London collection
Wrong London is an "evolution" of Wrong for Hay, the three-year-old collaboration between the designer and Hay, which will be sold through the brand's stores and use its distribution infrastructure. "We decided that we wanted to put all our energy into lighting, because lighting is such a complicated subject that is very important to get right," Hay co-founder Rolf Hay told Dezeen.

Related story: Sebastian Wrong launches "competitive" new lighting brand called Wrong London

Wrong is one of many designers who has chosen to set up their own brand, rather than create products for others. Both Stefano Giovanonni and Matteo Thun are launching brands during this year's Milan design week.
Charpin's PC light has a simple round pol...